Creatis Ideal Day Webinar 10 2009

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Current trends in marketing spend, specific to managing a marketing function with reduced headcount.

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Creatis Ideal Day Webinar 10 2009

  1. 1. Creatis Ideal Day Webinar<br />Thursday, October 29, 2009, 11:30 a.m.to 12:30p.m. CDT<br /> Speakers: Chuck Swensson, President Brent Otto, Account Executive<br />
  2. 2.
  3. 3. Ideal Day Webinar<br />Extend your department without adding headcount<br />Overview of Webinar<br /><ul><li>Trends within creative and marketing functions
  4. 4. Trends for creative and marketing professionals
  5. 5. Historical approach to managing creative and marketing functions
  6. 6. Alternative solutions to maintain flexibility
  7. 7. Next steps
  8. 8. Q & A</li></li></ul><li>Ideal Day Webinar<br />Extend your department without adding headcount<br />Trends within creative and marketing functions<br /><ul><li>Reduction in overall marketing spend
  9. 9. STAT: B2B marketing budgets facing a 23% reduction on average (Forrester Research)
  10. 10. Layoffs and reductions in headcount and reallocation of external spend
  11. 11. Increase in return on investment (ROI) of marketing spend
  12. 12. Reallocation from traditional to online media
  13. 13. STAT: Marketing Budgets for 2010: Social media +65%, E-mail, web and online +50%, direct mail -10%, PR -11%, advertising -22% (Marketing Week)</li></li></ul><li>Ideal Day Webinar<br />Extend your department without adding headcount<br />Trends within creative and marketing functions (continued)<br /><ul><li>Economic Outlook for 2009/2010, reductions include:
  14. 14. Less trade show attendance (less travel and sponsorship)
  15. 15. Renegotiating third-party contracts: vendor contracts due to price pressures
  16. 16. Virtual training will replace most off-site training
  17. 17. Reduction in marketing staff for reduced overhead (headcount)</li></ul>(Marketing Strategist – Economic Outlook 2009)<br />
  18. 18. Ideal Day Webinar<br />Extend your department without adding headcount<br />Trends for creative and marketing professionals<br /><ul><li>Less spent on employee and career development
  19. 19. STAT: companies overall are reducing spend on employee development and career development.(Olson market watch)
  20. 20. Industry report: via Creatis
  21. 21. Understaffed – result of massive layoffs and budget restrictions
  22. 22. Overloaded – less planning and more reacting
  23. 23. Focus on tactical demands versus strategy development
  24. 24. On the edge of a major migration of talent</li></li></ul><li>Ideal Day Webinar<br />Extend your department without adding headcount<br />Historical approach to managing creative and marketing functions<br /><ul><li>Selection of AORs and the complete outsource model
  25. 25. Development of internal agencies – empire builders
  26. 26. Philosophy changes from both extremes based on leadership
  27. 27. STAT: The top 100 branded companies have new chief marketers every 23 months on average (Spencer Stuart)
  28. 28. Pros and Cons of both extremes
  29. 29. Hmmm? – What is the balance?</li></li></ul><li>Ideal Day Webinar<br />Extend your department without adding headcount<br />Alternative solutions to maintain flexibility<br /><ul><li>Selection of appropriate AOR – balanced and managed
  30. 30. Development of internal resources – balanced and managed
  31. 31. Core competencies, branding, and quality control
  32. 32. Selection of specialty partners
  33. 33. Partners with unique backgrounds and offerings, vertical experience
  34. 34. Ebb and Flow with a unique flexible approach
  35. 35. Partners with unique solutions that are impactful and cost effective</li></li></ul><li>Ideal Day Webinar<br />Extend your department without adding headcount<br />Alternative solutions to maintain flexibility (continued)<br /><ul><li>Creatis – a unique and flexible approach: “changing the way businesses manage creative and marketing services”
  36. 36. Creatis case studies:
  37. 37. UnitedHealth Group – “internal agency vs. external partners”
  38. 38. Medtronic, Inc. – “complete outsource vs. internal empire”
  39. 39. US Bank/FAF Advisors – “flexible on demand needs”</li></li></ul><li>Ideal Day Webinar<br />Extend your department without adding headcount<br />Next steps<br /><ul><li>Consider where your organization is at today
  40. 40. How are you planning for the future, in managing your budgets and focusing on the future?
  41. 41. How can you build a flexible department, that can ebb and flow with the demands of your business?</li></li></ul><li>Ideal Day Webinar<br />
  42. 42. Ideal Day Webinar<br />
  43. 43. Ideal Day Webinar<br />Questions & Answers<br />

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